Captain Morgan White Rum Hensman Grill And Bar

  Hensman Grill And Bar

There’s a Buddy For Everybody

Monday - Saturday 12PM - 1AM

🏠 Jl. Dr. Wahidin no. 20 Surabaya

📞 +62812 3024 422 - Hensman

🎙Live Music Start 19.30 WIB

Shortly thereafter, Diageo, who traditionally hasn’t competed in the white rum space, quietly got their feet wet with a little white rum brand called Naked Turtle, which was available in just a few markets. With some key learning under their belt, Diageo is now launching a full-on assault at Bacardi under the guise of a line extension. Captain Morgan White Rum isn’t just an extension for the Captain Morgan line, it is the brand’s future, and we may see a day when Captain Morgan Spiced Rum is as much as an also-ran as Bacardi’s Oakheart. 

Captain Morgan White Rum (40% ABV / 80 proof, $15.99)  – the nose on Captain Morgan White Rum is fairly light with vanilla, molasses, cola, light citrus, and black pepper. The bottle indicates that the rum is “5 Times Distilled”, but since it’s a column distilled rum, the number of times something is distilled is pure fantasy. That statement, combined with the nose, suggest that like Bacardi Superior and Brugal Extra Dry, Diageo is hoping that their Captain Morgan White Rum will appeal not only to white rum drinkers but also serve as a crossover to vodka drinkers. 

The entry for Captain Morgan White Rum is lightly sweet with vanilla, sugar, and light molasses. It’s pretty clear from the start that there is sugar added to the mix, and a sugary note is persistent throughout the flavor experience. In the midpalate we pick up some light caramel, a touch of coconut, banana, and some light char. At the end of the midpalate things dry out a bit with a spike of black pepper spice. The finish is medium length and dry with vanilla and black pepper spice.

Captain Morgan White Rum is much sweeter and softer but with a little less structure than Bacardi Superior. 

Bacardi’s finish is a lot drier and more acidic, but the flavors in Superior taste more true to the base molasses, and Superior also has a superior mouthfeel. 

Captain Morgan White Rum does significantly better when compared to Shellback Silver Rum, with greater complexity, better flavor, and less sweetness, clearly besting Gallo in its effort. 

Captain Morgan White doesn’t stack up as well with Brugal Extra Dry which manages to deliver a better flavor experience with more structure and balance. So is Captain Morgan White Rum a great rum? No, but victory in the white rum space isn’t only about producing the best rum. Diageo has done well enough with Captain Morgan White Rum to be seriously competitive in this space. With a little effort, and a good bit of marketing, Diageo should quickly capture much of marketshare that Gallo has gained with Shellback.

The big question is, will Diageo treat Captain Morgan White Rum like it’s the future of the brand? Besting Bacardi at the white rum game is no easy task, but with Captain Morgan White Rum, Diageo has an opportunity to really give them a run for their money. They have all the elements, a great brand, a massive company behind it, and a rum that does the basics well enough to appeal to the everyday white rum drinker. We can easily imagine a world where an order of Captain and Coke ultimately means this white rum, and for a brand of this size, that kind of reinvention would be truly remarkable